Uber's late entry into Nevada near the close of 2015 primed the company for its first test, a make-or-break attempt at lessening the transportation chaos invoked in Las Vegas each year from 6-9 January by the Consumer Electronics Show (CES).

With shy of 200,000 people set to descend on the city for CES, effective transport links will be a must to avoid gridlock of the Strip and the surrounding areas between the Convention Centre and McCarran Airport.

With Las Vegas marking one of the final US cities for ride hailing apps to topple after an injunction was issued against the company’s operation in Nevada in 2014 only to be lifted by regulators over a year later in September 2015, CES proves to be the company's first major challenge in the region.

Competition is intense in the region following the legalisation of ride-hailing apps with the old-guard taxi and limo services going up against Uber and its rival Lyft.

Both ride-hailing apps are offering discounts in a bid to dethrone traditional cab services. However, due to high demand Uber’s prices have surged, an opportunity, according to one tweeter for Lyft to gain custom – if it plays its cards right.

The cab line at CES was INSANE! And Uber was 5x surge pricing. So tonight I became A Lyft customer.

On the discounts front, both ride-hailing apps are cutting prices: Uber has offered a $15 discount off new rider’s journeys and is dangling free Wi-Fi - via Vinli 0 to attract CES-goers. Lyft on the other hand is offering a $50 kick-back to first time riders, making it an appealing alternative to Uber.

On top of its partnership with the Las Vegas Convention Center (LVCC), Uber is offering an alternative way to travel to and from the exhibition in its partnership with Maverick Helicopters, offering night tours of the Strip for $99 per person.

Lyft has undercut this service somewhat with a cheaper helicopter tour.